Connection, expression, creation, and love; poetry is an integral component of any flourishing culture. Recognizing these fundamental roles that poetry plays, the city of Berlin funds many institutions with the aim of promoting the growth of the poetic arts. Despite their relative popularity, poetry organizations often struggle to communicate brand associations to their user base, leading to a perceived disconnect between associated brands. We provided effective recommendations for increasing brand association and user engagement for the Berlin-based poetry organization Haus für Poesie and its many subsidiary brands. Using expert interviews, website and social media analytics, surveys, focus groups, and a broad literature review this project identified an expected gap in brand association among users of Haus für Poesie’s website and its subsidiary lyrikline.org. Some potential root problems include inadvertent exclusion of non-Berliners, poor optimization for search results, poor optimization for mobile browsers, and lack of clarity in branding. This research also pointed to social media and branding techniques that could be used to improve brand awareness and cohesion. The recommendations to address these issues and integrate previous branding strategies include mock-ups of potential redesigns of websites and logos, plans to integrate some sub-brands into the main Haus für Poesie website, a continuation of strong social media strategy, and backend website changes to optimize for searches and mobile users. The recommendations from this project will drive greater public engagement for Haus für Poesie and similar poetry organizations, helping support poetry in Berlin and worldwide. This support of poetry worldwide is critical in nurturing a peaceful, inclusive, communicative world.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Bohorquez, Gabriel
• Wirsing, Connor
• Mesa, Andrew
• Neuffer, Matthew

Subject

• Innovation
• Culture
• Inclusion
• Community

Publisher

• Worcester Polytechnic Institute

Identifier

• 122100
• E-project-043024-072947

Keyword

• Poetry
• Subsidiaries
• Poetry Organization
• International
• Brand Integration
• Branding

Advisor

• Foo, Katherine
• Mardilovich, Ivan P.

Year

• 2024

Center

• Berlin, Germany Project Center - IQP

Sponsor

• Haus Für Poesie

UN Sustainable Development Goals

• 9 - Industry, Innovation and Infrastructure

Date created

• 4/30/2024

Resource type

• Interactive Qualifying Project

Source

• E-project-043024-072947

Rights statement

• In Copyright

License

• Creative Commons BY-NC Attribution-NonCommercial 4.0 International

Last modified

• 2024-05-20